“Like ad, Like Content”: The Use of Content marketing in China’s Social Media – A Content Analytic Study

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review

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Original languageEnglish
Publication statusAccepted/In press/Filed - 16 Feb 2017


This content-analytic study investigates the design and content elements of content-based advertising on engagement (measured by number of likes) along three dimensions: narrative style, brand content and multimedia. A total of 138 real content-based advertisements from WeChat, a China’s social media platform are examined. Results indicate that advertisers should adopt ad announcement strategies, use more graphics and choose the right angle for brand message and advertising content connection to generate higher level of engagement and strive to forge meaningful connections between the content positioning and specific branding elements (e.g., Vision and heritage).